A Case Study

Following is a brief description of the new typefaces as seen by Kaoru Kasai, Art Director and Vice President of the agency Sun-Ad, chief provider of Suntory’s TV and print advertising. “In the tradition of its founder, Suntory has always been interested in continuously liberalizing its corporate activities. The question arose as to which typefaces would be best suited to represent Suntory, a multi-layered company with interests in a wide variety of fields. At the same time, the corporate type should also convey a sense of youthfulness and sophistication. In the end, the selection was narrowed down to 2 fonts from Syntax® and Sabon® Next, which in a long process were adapted to work well together with Japanese characters, for instance, whenever multi-lingual texts are needed.”